Instagram’s Latest Feature Will Make Shopping So Much Easier

Instagram has come a long way since its launch in 2010. Gone are the days of strictly squared photos and Valencia and Amaro filters (no shame, we know we all used them). Now, Instagram has become the destination to (over)share, be inspired, and shop. Yes, shop. Content has surpassed merely keeping in touch with friends and family. People use this social media platform to branch out, follow, and discover all things relevant to their interests, whether that may be fashion, beauty, arts, music, entertainment, or the people behind them. A simple tap leads to a new brand, a double tap leads to a ‘save’ button, which leads to carefully curated folders of future acquisitions. However, the process ended there. If you wanted to buy something via Instagram, you had to leave the app. Until recently, that is.

On March 19, Instagram’s Checkout feature was introduced to users to create a seamless shopping experience; you’re now able to buy products from brands like Warby Parker, Outdoor Voices, and Nike in the app. However, starting next week, RIP to our wallets because shopping via Instagram will get even easier, thanks to their new feature, Shopping from Creators.

“We know the demand is there. Over 130 million people every month tap on a product description from a brand since we launched Checkout with Instagram,” Eva Chen, director of fashion partnerships at Instagram, tells Teen Vogue. “So, the only natural evolution was to create a feature that took shopping to a whole new level.” Now, creators will have the ability to tag exactly what they’re wearing, down to the size and colorway. How amazing is that?

But, what’s a Creator and how can you become one?

Well, in this first test round, creators are brand-led, Eva shares. “A creator can be really anyone that’s creating awesome digital content. We have 55 creators and this first batch had pre-existing relationships with the brands of Checkout with Instagram.”

Photo courtesy of Instagram.

From Warby Parker founders Dave Gilboa and Neil Blumenthal, Outdoor Voices founder Tyler Haney, celebrity hairstylist Jen Atkin to models like Gigi Hadid and influencers Aimee Song and Chiara Ferragni, the range of Creators is certainly vast. So, not only is shopping going to be easier on your end, but Creators and Instagram users alike can continue to form bonds and communities due to the simple fact that now you can buy something in two steps and have all the information required at your fingertips.

“Now, I can focus more on communicating with my followers with other questions that are a little less specific like, ‘What size are you wearing on that?’ or ‘What’s the exact color?’ or ‘Did you get that in Neiman Marcus or another retailer?’ It frees up communication in that way and it’s more of a service for my followers because it’s so convenient,” says Katie Sturino, founder of Megababe.

Do you hear that? That’s the future of shopping. Still, as Eva told us, “It doesn’t take away from people buying it online or in-store. It’s really a personal kind of decision.” A decision that will or will not make a huge dent in your wallet, but regardless, it’s a great one to be able to take when you feel like you want to treat yourself. And that deserves a double tap and an ‘add to cart.’

So, who’s excited for this feature to roll out? We know we are. Because if you’re like us, you’re always curious to see who’s wearing what and where to get it.